Case Studies
Excelerant
Situation Analysis Originally formed as The Training Source™, the co-founders of this professional services company came to us when they were still in the start-up phase of their development. Their greatest marketing challenge initially was breaking through to presidents and CEOs of corporations of 50 or more employees — historically a tough group to reach. Plus, explaining their Unique Selling Proposition (USP) to executives in a powerful but succinct way, was another hurdle they presented to us.
Creative Marketing Solution Our first direct mail effort for The Training Source was a classic example of creative messaging intended to "get inside the prospective client's head." Provocative headlines (the kind of phrases that keep the leader of a company awake at night) were used to capture attention and point to the service areas provided by The Training Source. The photography we used were images that supported the "CEO scenario." Plus, to insure that this printed piece traveled past gatekeepers and reached the targeted recipient, it was inserted into a black, invitation size envelope, hand-addressed, and mailed with specially selected stamps. (Bulk mail just isn't appropriate for a high level audience.)
The result? These mailers had the desired effect, opening doors and setting the stage for The Training Source's first meeting with prospective clients and it continued to be used as an image brochure for the firm in a variety of applications. The tone and approach of this first project has evolved along with the company and its expanded marketing strategy — rebranded by Right Angle in 2010 as Excelerant™.
Van Eaton & Romero Realtors®
Situation Analysis Beginning in the late 1980s Right Angle has assisted Acadiana's top real estate firm with their branding, marketing, advertising and public relations. Each year we're given the task of identifying a relevant theme and creative direction for a multi-page ad touting the firm's top producers for the year. But how do you showcase 100+ agents and still manage to address the benefits of utilizing Van Eaton & Romero to the end user — a local homebuyer or seller?
Creative Marketing Solution Because Van Eaton & Romero has been a leader in providing the latest technologies including such things as chatting live, online with an agent or introducing iPhone compatibility for Web-based home searches, we created a campaign for them with a theme of "connectivity." It's a trendy topic here in Lafayette, a city in the process of installing fiber to the home from our world-class fiber optic loop that encircles us.
Our visual for this ad involved professional photography of the top 9 agents shot from an elevated position, for the cover shot. Then utilizing our graphic designers' Photoshop® talents, we "wrapped" them in glowing green fiber optic cable. The remainder of the ad featured Gold, Silver, and Bronze winners with more technology incorporated into the design.
The resulting effect was a colorful directory of award-winning agents — great recognition for them — and was a powerful tool for continuing to position Van Eaton & Romero as a technology leader in the world of real estate. Plus, national awards from the Leading Real Estate Companies of the World™ have confirmed the success of these campaigns over the years.
Artisan Creative Catering
Situation Analysis When management at The Cajundome determined their best approach to improving catering services was to bring the undertaking in-house, they turned to Right Angle to assist with the development of the brand and the marketing strategy for this new division. What did prospective customers want to see changed? What messages were critical to the success of this new entity? How would it mesh with the other departments? What would it be called? How would it be branded?
Creative Marketing Solution Before any aspect of this project was tackled, Right Angle helped facilitate an in-house focus group session among the management and key players in the project. Then, in a SWOT Session (Strengths, Weaknesses, Opportunities, Threats) we helped clarify the brand and its hyper-focused marketing (i.e., The Cajundome and Convention Center customers are its customers). Then came name development, tied to the marketing strategy, and graphic design of a symbol, logotype, and a complete system of identity materials.
Through careful design planning, materials for all three entities — The Cajundome, its Convention Center, and Artisan Creative Catering — coordinate seamlessly. In fact, materials from one brand can be inserted into the other entity's branded materials and appear to be right at home.
